Most agencies treat every lead the same. Same follow-up, same energy, same time. But statistically, out of every 10 leads you get: 2 are completely unqualified, 5 are maybes with low intent, and only 3 are real opportunities. How do you know which is which without 5 follow-up emails? Most agencies never figure this out and wonder why their close rate is so low.
We score every lead on four factors. Business revenue above $20k per month adds 20 points. Timeline within the next 30 days adds 30 points. Budget clarity above $2k per month adds 20 points. Industry match with businesses we have helped before adds 20 points. Maximum score is 90. Anyone scoring above 70 gets chased same day. Between 40 and 69 goes into a nurture sequence. Below 40 gets a newsletter.
One agency scored their last 50 leads retroactively. Leads scoring 80 or above had a 67% close rate. Leads scoring 50 to 79 had a 12% close rate. Leads below 50 had a 2% close rate. They stopped chasing leads under 50. Same number of closes. 15 fewer hours spent per week. Higher average deal size because they could afford to be selective.
Look at your last 20 closed deals and identify what they had in common. Look at your last 20 lost deals and see what was different. Build a scoring rubric from those patterns. Add a qualification form to your website. Score all incoming leads automatically. Only personally follow up with leads above 70. Track results for 30 days.
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